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20100930
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% to just 2.5%. exporters in the us and europe are rushing to fill the gap but at a price to the buyer. >>chandler: the cost of wheat out of the us might be exactly the same as it is out of france or russia but the cost of freight to get it to let's say egypt is significantly more out of us than what it is out of europe and the black sea. >>reporter: egypt is scrabbling to find replacement supplies. as the world's largest importer of wheat the country traditionally buys a third of its needs from russia. other countries in north africaand the middle east - which imports half its food - have also been hit hard by the russian ban. >>muriel: this is milling wheat - destined to make bread. the global demand for wheat is at a record level - an estimated 665 million tonnes in 2010-11. but the global wheat crop will only be around 646 million tonnes - which means wheat is trading at a premium. based on the chicago futures market wheat is a 100 dollars a tonne more expensive than maize, up from a 30 dollar a tonne premium at thestart of the summer season. so will the bread this wheat makes be s
be more difficult to overcome than others. so, this might be the case in the us where the pet food scandals, the melamine scandals certainly generated very, very high attention in the press and in the media. >>reporter: the reality of the "made in china" curse isn't lost on aigo, a popular maker of usb memory sticks, mp6 players and digital cameras. as an olympics and formula one sponsor, aigo enjoys a high profile in mainland china. but its chairman accepts that to be credible, globally, the bar for chinese companies is high, and so, until aigo has a strong overseas service network, he's holding-off on expanding abroad. >>feng: many, many companies want to sell products fast, but no service! it's a disaster for brands. because only if you have good service, you can give satisfaction to the consumer. so we need a partner. >>reporter: chinese exporters like white goods maker haier and beer maker tsingtao are strongly focused on service and brand awareness. that's why they're on the short list of chinese companies that foreigners might recognise. other players have raised their profi
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